公共关系英文版 4

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Public Relations Departments
Importance of PR to today’s organizations
PR pros seen as strategic communication managers PR offers 184% ROI CEOs want communication that is strategic, research-based, and two-way


Levels of public relations influence

Purely advisory practitioners are often ineffective



Compulsory-advisory: Management is required to listen to public relations’ perspective before acting Concurring authority: PR and others must agree on an action

Seldom used
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Chapter Four: Today’s Practice – Departments & Firms
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Trend toward outsourcing needs to PR firms Firms can complement in-house expertise.


Firms offer diverse services.
Firms have regional, national, and global reach. Many firms are owned by communication conglomerates and thereby can offer integrated services (i.e., PR and advertising expertise) through affiliates.
etc.
relations, investor relations, public affairs,
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Line and Staff Functions

Line manager

Organizational structure
Large vs. small firms Management perceptions


C-suite attitudes/reporting issues

Sources of influence for PR
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Firm Structure
Depends on size of firm Small firm may only have owner and one or two associates Large firms have an extended hierarchy
Superficial knowledge Part-time commitment Need for long briefing Internal resentment Need for direction Need for information and confidence Potentially expensive

PR is a staff function
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Public Relations Influence within the Organization

Access to management
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Fee Structures of Firms

Hourly plus Out-of-Pocket

Most widely used among large firms
Retainer Fixed by Project Pay for Placement

Delegates, sets goals, hires, influences others’ work

Staff function
Little direct authority Indirectly influence others’ work through suggestions, recommendations, advice
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Human Resources Department

Advertising Department


Marketing Department

Public Relations Firms
Department Names
PR
vs. corporate communications or communications Other names
Corporate
Organization of Departments
Leader titles Reporting hierarchy Size of departments

This has benefits and detriments for PR
Command authority: PR can require a particular action
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Deciding About Using a Firm
Pros of using a firm

Cons of using a firm

Objectivity Expertise Resources Reach Problem-solving skills Credibility
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Overview
Public relations departments Line and staff functions Public relations firms
Sources of Friction within Organizations

Legal Department

Differences on public statements Differences regarding employee communications Competing for resources Philosophical differences Focuses on one public: current or prospective customers


President Executive VP Senior VP VP Account supervisor Account executive Assistant account executive
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PR influence is linked to access to top management Recommendations to management help in formulating policy
Advisory: Management has no obligation to request or act on reቤተ መጻሕፍቲ ባይዱommendations